SoundCloud — Concept Rebrand & "Hear Their Story" Campaign

A concept rebrand for SoundCloud, built around its most undervalued asset: being home to raw demos, remixes, and undiscovered artists. The identity centers creators and their stories, using a secondary design language drawn from music production tools — soundboards, recording software — with color theory mapping each genre to its own palette. I conceptualized and executed the campaign "Hear Their Story," placed in urban environments for maximum exposure, with QR codes linking directly to featured artists' SoundCloud pages so listeners could discover who they are and how they got there.

Project Roles: Art Director, Creative Director, Copywriter, Designer